How much of an effect does app size have on an app's install rate from the App Store?

Target Platforms Mobile
1

I’m interested in knowing if anyone has data they can share on how an apps size impacts install rate in relation the to 100mb over the air download limit that Apple applies to iOS apps.

For example, if an app is -100mb the user is not warned that the app will not download until the user reaches a WiFi connection. The hypothesis is that this app would receive a higher install rate then if it were +100mb because it’s does not have the added friction of the “App is over 100mb” warning.

If anyone has optimized an app that was in the app store +100mb, then updated so it -100mb and has data they can share that demonstrates the difference in install rates that would be fantastic!

2

Way back when the OTA limit was 20MB, I had free and paid versions of an app. The free version was downloaded a lot more than the paid version. I cannot remember exactly, but it was something like 6x or 8x as much. An update tipped the free version just over 20MB (20.2 if I remember correctly). The free version downloads dropped to below the level of the paid version. A quick update to bring the size in at 19.9MB returned the previous ratio.

Free wi-fi is now more common, so it might not so much of an issue, but I’d be surprised if the effect wasn’t still significant.